Ecommerce Marketing Tips: 4 Ways to Take Personalization Up a Notch
In physical stores, sales associates approach the potential buyer and give recommendations to make a sale. The same can be done in your online store. With ecommerce personalization, you give each customer a more tailored shopping experience according to his taste and motivation, as well as the purchase stage he’s in, rather than merely serving him stale, generic content.
Here are some statistics cited in an article by Shopify (@Shopify), showing how personalized shopping fuels conversions:
- 75% of consumers appreciate brands that personalize messaging and offers
- 61% of consumers prefer offers, even if it leads to less privacy
- 74% of online consumers get frustrated with content that has nothing to do with their interests
Don’t know how to jumpstart your own personalization strategy yet? Here are four ecommerce marketing tips that will help you hop onto the trend:
- Email dynamic content. As already mentioned, many online shoppers don’t like receiving content that has nothing to do with them. Fortunately, there are applications that let you create content based on a segmented list. You can use them for customers who have something in common. (For instance, they landed on your website through a linked news outlet; they purchased a similar product from you; or there’s a general occasion they’re celebrating, such as Valentine’s Day.)
- Gather buying behavior info. You can ask the customer a series of questions before letting him complete a transaction. This helps you gain more insight to provide a more unique experience for both present and future purchases. Consider offering a subscription-based service that involves filling in a pre-purchase questionnaire to learn more about their buying habits.
- Include customized product options. Most people are hesitant to purchase online for fear that the actual product may not turn out as expected. Hence, some companies involve personalized product options that allow their customers to design their own purchase and be more accurate with their specs, thereby minimizing the rate of returns.
- Remarket the abandoned cart. An abandoned cart doesn’t always mean a lost interest. Perhaps, the website crashed before completion, or the process was too complex, or the site timed-out and the customer just didn’t want to start all over again. Regardless, Exact Target (@ExactTarget) recommends sending prospects an abandoned cart message, as this increases the chances of you recovering lost sales.
The relevance of ecommerce personalization isn’t hard to understand. Simply put, the more special the customers feel, the happier they will be—which is exactly what you need for a bountiful income stream. Industry leaders know this very well and are taking advantage of predictive intelligence to personalize customer journeys and drive sales. So, when will you?
For more ecommerce marketing news and insights, check out informative online resources like Marketing Digest.
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